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Focusing On CustomersFocusing On CustomersAssoc. Prof. Ir. Dr. Cheong KY
School of Materials & Mineral Resources Engineering
Engineering Campus
UNIVERSITI SAINS MALAYSIA
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IntroductionIntroduction
y To create satisfied customers, the
organization needs to identify customers
needs, design the production and service
systems to meet those needs, andmeasure the results as the basis for
improvement.
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Importance of CustomerImportance of Customer
Satisfaction & LoyaltySatisfaction & Loyaltyy Customers wants and needs drive
competitive advantages, and statistics
show that growth in market share is
strongly correlated with customersatisfaction.
y A firm cannot create loyal customers
without first creating satisfied customers.
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y The econometric model used to produce
American Customer Satisfaction Index
(ACSI) links customer satisfaction to its
determinants:
customer expactations, preceived quality, and
preceived value.
y Customer satisfaction, in turn, is linked tocustomer loyalty, which has an impact on
profitability.
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Creating Satisfied CustomersCreating Satisfied Customers
y Actual quality vs preceived quality
y Many organizations still focus more on
processes and products from an internal
perspective, rather than taking the
prespective of the external customer.
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Identifying CustomersIdentifying Customers
y The natural customer-supplier linkages
among individuals, departments, and
functions build up the chain of customers
throughout an organization that connectevery individual and function to the
external customers and customers, thus
characterzing the organizations valuechain.
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y Customer segmentation might be based
on geography, demographic factors, ways
in which products are used, volumes, or
expected levels of service.
y Segmentation allows a company to
priotize customer groups.
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Gathering & Analyzing CustomerGathering & Analyzing Customer
InformationInformationy Companies uses a variety of methods or
listening posts to collect information
about customer needs and expectations,
their importance, and customersatisfaction with the companys
performance on these measures.
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Customer Relationship ManagementCustomer Relationship Management
y An organization builds customer loyalty
by developing trust, communicating with
customers, and effective managing the
interactions and relationships withcustomers through approaches and its
people.
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y Excellent customers relationship
management depends on 5 aspects:
Accessibility and commitments
Selecting and developing customer contact
employee
Relevant customer contact requirement
Effective complaint management Strategic partnerships and alliances
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Measuring Customer SatisfactionMeasuring Customer Satisfaction
y An effective customer satisfaction
measurement systems result in reliable
information about customer ratings of
specific product and service features andabout the relationship between these
ratings and the customers likely future
market behaviour.